It Takes a Hurricane

Brandemix is always ready to celebrate brands, but this week, I want to celebrate our own brand – and the brand that is New York City. Though many others faced much tougher challenges, we at Brandemix knew that, despite all the hardships caused by the storm, the calendar hadn’t changed.

Our clients throughout the country still had important, immovable deadlines. And while the city canceled the Halloween Parade and the NYC Marathon, we knew we had to keep our commitments to our clients.

Two of us live on Long Island and had to evacuate. One of us lives in Downtown NYC, and lost water, power, and gas. But all of us found a way to continue creating strategies and solutions for our clients.

I took this photo of a fallen tree that's leaning perilously on
power lines above Factory Pond Road in Locust Valley, NY.

In addition to our people, technology is a real star of the story. Through smart devices and software, servers and Starbucks, we were able to continue to work miracles together without missing a beat, a watt or an email (but yes, possibly a bath!).

We’re up and running and back at full strength. We hope you all fared as well. 

At times like these, I’m grateful to be in the city of New York, particularly because I love New Yorkers. And I want to thank the Brandemix team, particularly Kathryn, Dana, Jason, Clarissa, and Mike, who did everything they could to make sure our service wasn’t interrupted despite all the devastation we faced.

Stay safe and stay strong.

Jody

The Best Branding on Social Media

It’s time for another round-up of the best brands in social media. Along with old favorites Facebook and Twitter, this time I’m looking at Pinterest, now the third-most popular social network in America, and Google+, which is finally gaining traction among brands. Who’s the best – and why? Read on.

Pinterest – Michael Kors

With 23 boards and more than 750 pins, Michael Kors’ Pinterest gives his fans a lot to look at. But only about half his boards are about the products themselves, such as watches and shoes. One board is “Style Tips,” a great resource for fashion enthusaists, while others like “Travel Diary” offer a sneak peak into the designer’s glamorous lifestyle. “Michael’s Milestones” feature photos of Michael’s past, including his child-modeling work in the 60s.  “On Broadway” presents Michael’s favorite shows, while “Eat Up” presents his favorite foods. It's clear taht Michael Kors is using Pinterest not just to sell his products but also to connect with fans and give them an inside look at his life.

Twitter – Whole Foods

Named one of the Top Ten Twitter Brands of 2011 by Social Fresh, Whole Foods boasts more than 2.6 million followers. What makes them so popular? Their profile description includes this promise: “Ready to answer you questions Mon-Fri 9am-5pm CST!” I constantly remind clients that social media is a two-way conversation, and Whole Foods has embraced that idea by inviting questions (and, most likely, complaints). Whole Foods also tweets plenty of cooking tips and recipes, and dozens of images – not only of food but also of branded events, like its "Ring of Fire" ski tour of Pacific Northwest volcanoes. And the chain makes good on its guarantee, responding to comments and questions throughout the day. It’s a fun, enthusiastic, helpful channel, which is what every brand should aim for.

Facebook – Starbucks

Starbucks is one of the brands most engaged with its audience, according to social marketing firm SocialBakers. Their Timeline is filled with responses to fans' posts, ranging from “Is your decaf coffee decaffeinated through the Swiss Water Process?” to a complaint about a rewards card that hadn’t arrived. In some cases, Starbucks takes a day to reply; in other cases, just minutes. The brand keeps things simple on Facebook, with no apps or games except for a tab that allows fans to send Starbucks Card eGifts to friends. There are plenty of photos and videos, though, featuring employees, music, and Starbucks’ scrumptious products. Best of all, the brand devotes one of its eight tabs to job-seekers, with a job search Facebook app that’s intuitive and easy. The result is more than 30 million likes, making Starbucks the second-biggest brand Facebook Page in the world.

Google Plus – BMW

Brands are still finding their way on Google+, but BMW sets a great example.

For one thing, BMW has constructed a photo of its new i8 Spyder concept car through a clever use of its four profile images – which some brands are still struggling with. The carmaker post lots of photos and videos of its products in action. Like Whole Foods, the brand is rewarded for engaging fans; its simple question of what rims to put on the new Gran Coupé elicited 433 answers. There are user-submitted photos, too. And while BMW may be a luxury brand, it never talks down to its fans on Google Plus, covering racing along with its high-end cars. Such compelling content and breezy conversations have garnered BMW 491,000 +1’s, and the brand is in 490,000 people’s Circles.

At Brandemix, we use all these social media channels, along with YouTube, LinkedIn, and others, to reach consumers, donors, employees, and job-seekers. If you’d like to learn more from our research into social media best practices, contact us.

Five Reasons Why Starbucks' Cup Magic Is Truly Magical

You may have read about “Cup Magic,” Starbucks’ augmented reality holiday promotion, but if not, here’s the scoop.

Caffeine lovers are encouraged to download a free app, buy a cup of coffee, and point their smartphone at the character on the cup. Through the magic of augmented reality, the characters come to life, acting out holiday scenes such as sledding and ice skating.

     

Here’s why BRANDEMiX believes augmented reality will be a major advertising trend for 2012:

• It’s social. The Starbucks app easily allows you to share the animations through either Facebook or email. So even people who don’t know about the promotion, or even consciously ignore Starbucks advertising, may find a fun little holiday video in their Facebook feed. Starbucks is letting customers do its marketing.

• It’s great for business. Since each Starbucks cup features only one character, customers must buy at least five cups of coffee to see them all. Then again, even non-drinkers can get into the fun, as 47 Starbucks products are involved in the promotion.

• It’s great for everyone. Let’s face it, Starbucks doesn’t offer many items for little ones; many locations sell biscottis instead of cookies. With this new promotion, anyone of any age can enjoy the experience. In fact, since the videos have no dialogue, you don’t even have to speak English.

• It creates urgency. Assuming the promotion runs through New Year’s Day, that means customers have 47 days to experience it. A short timeline encourages consumers to visit their Starbucks as soon as possible (though some of us wouldn’t last 47 hours without our Frappucino). Compare this to summer promotions, where consumers sometimes have more than 125 days to participate. More time means less urgency.

• It’s fun. There are no coupons, discounts, or special offers associated with the campaign. It doesn’t even cost anything to participate, since the app is free and you can activate videos on products that are just sitting on the shelves. Keeping money out of the equation reinforces the idea that the promotion is for fun and for sharing with friends, a perfect theme for the holidays.

Photo by Liam Gladdy

Starbucks is proving to be a leader in the mobile space. The company’s payment app, which launched in January, has already been used in more than 20 million transactions.  Its QR codes give customers an “evolved shopping experience,” letting them hear music from the region where Starbucks coffee is grown or read reviews from coffee experts.  Cup Magic looks like it will continue Starbucks’ exploration of mobile technology. What’s next?

For the latest on social media, online recruiting, mobile marketing, and other branding trends, please like BRANDEMiX on Facebook, follow us on Twitter, and join our LinkedIn group, Your Digital Brand.